Buick's "Go for the Green" test drive promo will showcase
the effort to "improve customer relationship and strengthen model
brand ID's," according to BRANDWEEK. Buick's campaign, which
kicks off next month, features free golf balls and an Olympic
sweepstakes offering trips to the '96 Games. Dealers say this
year's program includes direct mail to all Buick owners as well
as most prospective owners. Since last year's promo did not
increase showroom traffic significantly, Buick has thrown in a
three-pack of Top Flite XL's as a '96 value-add. Buick and other
GM units are studying ways to match each car line to specific
sponsorship deals. One Buick exec: "Go for the Green does tie
into our sponsorship of the PGA and our status as an official
car. We're trying to leverage that for future brand value."
Buick plans to use golf in the launch of the '97 Park Avenue, but
has yet to decide which events and pros will be used (Steve
Gelsi, BRANDWEEK, 3/25 issue).
AIR VS. GOLDEN BEAR? Execs at Michael Jordan Golf Co. Inc.
expect to choose a site off NC's I-77 near uptown Charlotte or in
University City within the next six weeks for a $3M golf center,
according to the CHARLOTTE BUSINESS JOURNAL. This comes after
Columbus-based East Coast Golf Centers Inc. last year announced
plans to open a $2M Jack Nicklaus Golden Bear Golf Center in
nearby Mathews, NC. East Coast Golf President Tom Elsass: "We
fully intend to open before Jordan does. We also think Michael's
market is a little different from ours. Jack is golf" (Erik
Spanberg, CHARLOTTE BUSINESS JOURNAL, 3/25 issue).
